New report paints bright picture of consumer perceptions of AI for marketing

New report from Rocket Fuel finds most consumers would welcome AI's role in improving product and service recommendations as well as personalised advertising and offers

A new study of consumers across generations has found the majority would welcome brands using artificial intelligence to better inform and direct buying decisions.

The Consumer Perceptions of AI Survey, which was conducted by adtech vendor, Rocket Fuel, polled nearly 1900 consumers across eight countries including Australia, and found 80 per cent of millennials (25-34 year-olds) see value in brands engaging them with personalised advertising and offers. When asked, 62 per cent also saw the value of using AI to make suggestions and products or services they might want based on their interests.

Gen X was slightly less impressed with AI, with 74 per cent seeing personalised advertising and offers as a benefit, and 53 per cent liking the idea of product suggestions based on interests. Baby boomers (55+) were at the bottom of the list.

Across the board, the results paint a positive picture for how AI is being perceived. Two in three of all consumers surveyed saw AI as an exciting technology development, rather than a negative one, a figure highest with men aged 18-34 (81 per cent). Sixty-nine per cent also agreed it’s becoming a part of everyday life, with 17 per cent believing it’s already being used widely.

Specifically, 64 per cent were aware of AI’s application in military, 61 per cent in the home, and 61 per cent in media, advertising and marketing as a combined practice. More than half of those aware of AI viewed it as a positive technology (57 per cent).

When asked if AI is a force for good or evil, 40 per cent of all respondents said good, 6 per cent said evil, and 45 per cent said both. About one in five were scared of AI – the highest percentage being gen Z females (25 per cent, aged 18-24), the lowest, millennial males (13 per cent). But three in four said they didn’t think AI would replace humans in terms of jobs emotionally, and two in three didn’t see it replacing humans in terms of creativity.

In terms of benefits, consumers said AI was most about driving efficiency and completing tasks faster (54 per cent), followed by productivity (51 per cent) and predictive (47 per cent).

Read more: Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more: 8 things you need to know about AI in marketing right now

Rocket Fuel country manager for A/NZ, Mailee Creacy, said the research provided insight into the role AI can play and where consumers are expecting it.

“Artificial intelligence can help marketers navigate the oceans of data that exist today and anticipate the moments a consumer is most likely to notice them or take interest in their brand, products and services,” she added. “This means they can offer real-time, contextual targeting that allows them to find potential customers and serve ads that are anticipated, even enjoyed, rather than irritating.

“This is really only the beginning of the journey. As artificial technology continues to develop we expect to see it incorporated into our lives and experiences in deeper and more meaningful ways.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in